In early 2000 WWF joined with other leading environmental organisations to create Climate Voice, an organisation whose primary purpose was to stimulate action from those concerned about the effects of global warming. The group's goal was that 10 million messages from supporters be sent to world leaders demanding they use November 2000 climate summit in Holland to reduce the pollution that causes global warming.Messages generated from the www.climatevoice.org website had stagnated only weeks after a drive to site campaign in August (only 850,000 messages registered in September).OgilvyInteractive's brief was to maximise the number of messages sent to world leaders before the close of the summit from 13 - 23 November 2000.Our strategy was drive the message to supporters rather than driving supporters to the site:- Re-invigorate action taken by the primary target audience (WWF, Greenpeace, Friends of the Earth supporters) by making it easy for them to send multiple messages to world leaders and recruit additional support.- Stimulate action from a broader audience by creating a cost effective, yet highly intrusive communication mechanism.- Register all messages on climatevoice.org without requiring site visits.The campaign consisted of a preliminary "warm-up" e-mail to those who had registered on the site, as well as WWF, Greenpeace and FOE supporters (8331 people). A week later, on 27 October, a desktop application was delivered as a downloadable (rather than an email attachment). The recipient could immediately send messages to world leaders from the application, forward the application on to friends, and install the application on their desktop. More messages could be sent and more friends forwarded once the application was installed.